Made available in DSpace on 2010-04-20T20:51:52Z (GMT). No. of bitstreams: 3 142987.pdf.jpg: 20319 bytes, checksum: a6170efefec9faf32bfec5cba777ed61 (MD5) 142987.pdf: 940231 bytes, checksum: 6ac47c333c462c2a0104f058f30cc109 (MD5) 142987.pdf.txt: 392863 bytes, checksum: 5896921483ebfd36a625586023671abb (MD5) Previous issue date: 2005-11-24T00:00:00Z / O trabalho apresenta um estudo sobre o modelo de Análise Estrutural de Indústrias, chamado de Cinco Forças, de Michael E. Porter. É feita uma análise histórica da evolução do pensamento estratégico e da pesquisa econômica que levaram, em 1980, ao aparecimento do modelo das Cinco Forças, como base para pesquisar depois as visões de diversos pesquisadores sobre o modelo, ampliando assim a visão básica de Porter. Esta pesquisa, ao mesmo tempo que amplia o horizonte de entendimento do modelo original, aprofunda, em alguns aspectos, a fundamentação do mesmo. Como parte deste aprofundamento o trabalho estuda a Teoria dos Complementadores, tida aqui como um aperfeiçoamento do modelo básico que pode ser aplicado na Análise Estrutural das Indústrias melhorando o entendimento das forças que atuam sobre as mesmas. Como aplicação prática deste modelo, é feita uma Análise Estrutural da Indústria da Publicidade. Esta indústria está passando por uma demorada fase de transformação, com muitas agências novas, outras desaparecendo, algumas sendo compradas por novos concorrentes vindos do estrangeiro e outras se fundindo. Adicionalmente notam-se fortes tensões no relacionamento entre as agências e seus clientes nas negociações de preços e de formas de remuneração, assim como mudanças no relacionamento das agências com a mídia. A análise mostra como estão agindo as forças externas descritas pelo modelo ampliado, explicando assim as mudanças em pauta de forma sistemática, ajudando a prever algumas tendências futuras pela análise da evolução das forças. O trabalho serve de base para futuras pesquisas de estudiosos, especialmente das formas de relacionamento na indústria da publicidade, que tem sido pouco explorada pelos meios acadêmicos. Espera-se que o trabalho sirva também como base prática para uma análise estratégica, e decisões de estratégia empresarial, no ambiente das agências de publicidade, indústria esta que necessita de orientação num momento crítico de transformações. / This work presents a study on the model of Structural Analysis of Industries, also called the Five Forces framework, of Michael E. Porter. A historical analysis is made of the evolution of the strategic thinking and of the economical research that, in 1980, resulted in the emergence of Five Forces framework. This is used as a basis for a survey of the different lines of thought on the framework by different scholars, this way widening Porter’s original reach. At the same time this research improves the understanding of the original framework, and deepens, in some aspects, its fundamental assumptions. This work studies the Theory of Complements, or Complementors, as an improvement of the basic framework that can be applied to the Structural Analysis of Industries, improving the understanding of the forces that act on those. As a practical application of this model, a Structural Analysis of the Advertising Industry is made. This industry is going through a slow transformation phase, with many new advertising agencies, some others going out of business, some being bought by foreign competitors, and others merging to form bigger firms. Strong tensions are also noticed in the relationship between the agencies and their clients in price negotiations and compensation methods, as well as changes in the agencies in the relationship of the agencies with the media. The analysis reveals how the external forces are acting, as described by the enlarged framework, helps to explain the changes in a systematic way, and collaborates in the detection of some future tendencies through the analysis of the forces. This work serves as a basis for future academic research, especially on the relationship models adopted in the advertising industry, which has been a theme little explored by the academy. It is expected that this work also serves as a practical base for strategic analysis, and decisions of business strategy, in the advertising and related industries, which are in critical need of orientation in these times of transformation.

The subject of this thesis is the evaluation of competitive position of the selected company. The strategic methods important for analysis of internal and external environment of the firm have been used to determine the position. Specifically these methods: competition analysis, Porter?s five forces model and SWOT analysis. Customer satisfaction analysis was also used. A few methods of financial analysis were applied to determine the financial health of the company. At the end of this thesis is an evaluation of the current market position and appropriate suggestions that would help to improve the competitive position.

This thesis addresses the implementation of marketing audit in selected companies. For the analysis of the selected engineering company ENGEL Strojirenska ltd. based in the South Bohemian Kaplice. The thesis is divided into an introduction and objectives, literature review, characteristics, implementing marketing audit itself, solution design changes, conclusion and list of references. The literature review is characterized by marketing, micro and macro environments, PEST analysis, Porter's five forces model, competitor analysis and marketing audit. The next part is a characteristic of the chosen company and the bulk of the work is devoted to the implementation of the marketing audit itself. There is an audit of the marketing environment, marketing audit strategies, audit marketing organization, marketing systems audit, audit marketing audit productivity and marketing activities.The necessary information is collected through structured interviews with company management. Based on the findings that emerged from the marketing audit is given a proposal for changes to improve the current situation in the company.

My Diploma Thesis is themed Investigation of market opportunities for a selected company, the Haberdashery in Vyšší Brod and their draft solution, including financial situation.The Diploma Thesis consists of two main parts: literature search and a practical part. The first step to understand the theme was a study of special literature written by the most prestigious Czech and foreign authors. Further step for a composition of the literature search was a preparation of the practical part that followed. First of all I analysed the textile industry segment.I consulted processing of the company characteristics with the owner of the company and her external auditor.An important step to meet the objective was an environmental analysis, within which I applied the below listed partial analyses:PEST analysis,Porter{\crq}s five forces,Internal Analysis of a company,SWOT analysis.To complete this thesis I carried out a questionnaire survey within the company customers that was applied for the first time during the Bachelor{\crq}s Thesis themed Effect of a microenvironment on satisfaction of customer needs and wishes in a selected company.In conclusion I made an assessment of the company existing situation, proposed solution and herewith met the objective of my Diploma Thesis.

The thesis deals with meaning analysis of a market environment as a part of preparation to establish a new company. An academic part goes into enterprise, business plan and its stucture, characterization of limited company and also analyses external and internal environment. Practical part of thesis goes into actual analysis of a market environment, which refers to established company. The business plan for EM WORKS Ltd is also created. This company provides electro installation services. The final part of thesis includes strengths, weaknesses, opportunities and threats of established company gained through SWOT analysis.

The thesis ``Analysis of import activities of a selected company{\crqq} has been developed in cooperation with the company TRW - DAS Dačice, which deals with the production of components for cars and trucks. The main goal of this paper was an analysis of imports conducted by the company TRW - DAS Dačice and a forecast of their future development. The analysis of imports for the given company was carried out for the period from 2005 to 2009, the company{\crq}s suppliers have been analyzed and all significant results have been shown by graphical visualization. The thesis deals with an analysis of the growing Asian competition in the supply market. This analysis was performed for the automotive industry in most developing countries in South and East Asia by means of the following concepts: STEP analysis, Porter's five forces analysis and SWOT analysis. On the basis of these three analyses an appropriate strategy for the company TRW - DAS Dačice was found.

This master’s thesis deals with the company analysis by applying different methods whose purpose is to obtain information and comprehensive view of company from different perspectives. Theoretical basis of the analysis and also the theoretical concepts are explained. It contains my own suggestions and recommendations to support further company development.

The aim of this master's thesis is the business development of company. The thesis includes a detailed analysis of internal and external business environment, which is summarized in the SWOT analysis. Based on the analysis are proposed recommendations aimed at improving the current marketing mix and eliminate the weaknesses of the company. Making the proposed changes would increase sales and reduce business risk.

The master thesis deals with the economic analysis of the company EYELEVEL s.r.o. The aim of the thesis is to evaluate economic situation of the company, to identify threats and opportunities that arise from its surrounding. On the basis of the conclusion strengths and weaknesses of the company are formulated with the recommendation in order to improve their current situation. The thesis is split into two parts, theoretical one and practical one. The theoretical part defines theoretical and methodological starting points. The principles and basic terms of the particular methods of financial analysis and the strategic analysis of the company´s surrounding were mentioned there as well. The company EYELEVEL s.r.o is for the first time introduced in the practical part. Then PEST analysis, PORTER analysis and financial analysis, the main concern of the thesis, are followed. All the results are summarize in the conclusion.

The aim of this thesis is (i) the introduction of the small company Gentech, s. r. o., which operates in building industry, (ii) the assessment of its current activities, (iii) the internal analysis of the firm, (iv) the analysis of the firm's industry and (v) the external macroenvironment (PEST) analysis. The internal analysis identified the firm's strengths and weaknesses and the external analysis revealed opportunities and threats. A profile of the strengths, weaknesses, opportunities, and threats were generated by means of a SWOT analysis. An industry analysis was performed using a framework developer by M. E. Porter known as Porter's five forces. On the bases of the information from the environmental scan, they were outlined possibility options for the firm strategy which should be necessary for this small company to survive and prosper.